According to the Viet Nam National Authority of Tourism, Viet Nam welcomed 1.77 million international visitors in September 2026 alone, an increase of 16.1% compared with the same period in 2025.

China and the Republic of Korea remained the two largest source markets, accounting for nearly 40% of total international arrivals. China ranked first with 3.9 million visitors, accounting for 22.4%. The Republic of Korea ranked second with 3 million visitors, accounting for 17.3%.

Foreign tourists visit Viet Nam. (Photo: KT)

Russia rose to third place with approximately 1.1 million visitors, becoming Viet Nam's largest source market in Europe. Compared with the same period last year, arrivals from Russia increased by 160.6%.

By region, Europe recorded the highest growth, at 55% year on year. Many markets posted double-digit growth, including Poland, up 49%; the Czech Republic, up 26.6%; Switzerland, up 25.7%; and Sweden, up 23.6%.

Asia remained the most important region, accounting for 74.5% of total international arrivals to Viet Nam. However, growth stood at only 7.6%, as several major markets in Northeast Asia continued to recover slowly.

Russian tourists take photos wearing Vietnamese conical hats at Cam Ranh International Airport. (Photo: KT)

Viet Nam's tourism performance came amid a global market affected by geopolitical uncertainties, economic difficulties, transportation and energy costs, and growing competition among destinations.

According to UN Tourism, international tourism worldwide grew by only 0.4% in the first six months of 2026. Against this backdrop, Viet Nam's 14.5% growth in the first nine months shows that the recovery and expansion of its tourism markets have continued.

Viet Nam's destination competitiveness has also improved. According to a report released by the World Economic Forum (WEF) on September 25, Viet Nam's Travel & Tourism Development Index (TTDI) score in 2026 reached 4.15, up 6.3% from 2024. Viet Nam climbed seven places to rank 52nd globally.

At the 2026 World Travel Awards for Asia, Oceania and the Indian Ocean, held in the Maldives, Viet Nam was honored in two categories: “Asia's Leading Destination” and “Asia's Leading Heritage Destination.”

The Viet Nam National Authority of Tourism said the tourism sector is gradually shifting toward more in-depth development, with a focus on quality and sustainability. The goal is not only to increase the number of visitors but also to extend their stays, increase spending, improve the quality of their experiences, and enhance the added value generated by tourism.

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